Can the Swiss Make a Smarter Watch Than Apple?

The Swiss watch industry's perceived slowness to embrace the wearable-tech revolution is more marketing wisdom than ignorance and hubris.

Not so wound up over the Apple Watch.

Photographer: Adrian Moser

Swiss watchmakers seem to be scrambling to respond to the challenge posed by smartwatch producers after ignoring them for years. The perceived slowness to embrace the wearable revolution isn't ignorance or hubris. It's marketing wisdom.

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